Running Facebook ads for personal injury law firms is a great way to build a name for the firm throughout the local market as well as following up with individuals who have previously expressed interest in retaining a personal injury lawyer. It’s great first-touch as well as follow-up marketing, and when executed properly Facebook ads can be a personal injury firm’s best source of leads and client conversions.
If you have attempted to run Facebook ads in the past you more than likely didn’t achieve the results you had initially desired, and that is typically the case when it comes to first-time advertisers on the platform. There are a lot of factors that determine the cost you pay per impression or click and who sees your ads.
The law firms that have been running ads and collecting data for a long time tend to experience the best results. It’s a full-time job to manage ads, track performance, optimize for better results, and doing this while keeping up to date with Facebook’s algorithm and policy changes.
Many personal injury Facebook ad campaigns are run by agencies, as most firms don’t have a dedicated in-house online marketing department. Whether you are experimenting with Facebook ads on your own or plan to hire an agency to design and manage your campaign, it’s important to understand what contributes to a winning ad campaign. Here are five tips to help you better understand how to create personal injury Facebook ads that deliver results.
1. Avoid Using Stock Images and Video Content
It doesn’t matter if you are running a Facebook ads campaign targeting a new cold audience or remarketing to users who were recently on your website – your content needs to stand out and grab their attention in order for your ads to generate results.
Many law firms use boring stock images and video content, which is not effective at all. It’s a simple solution and easier than hiring a photographer, illustrator, videographer, etc. But, in the end, the consumer will always be turned off by stock visual content.
It just reeks of an advertisement and will be skipped over every time. Engagement rates on ads using stock photography will always be poor. Spend the time to create visually appealing ads and you accomplish the first requirement – drawing eyes and attention to your personal injury Facebook ads.
Most personal injury law firms don’t have the time to create their own visual content assets, and that is understandable. This is why partnering with a creative agency can be highly beneficial – not only do you get to take advantage of their Facebook ads experience, but you can also have them handle all of the asset creation as well. For example, we create all of the images and videos used in our clients’ Facebook ad campaigns in-house.
2. Focus on Remarketing Ads as Second-Touch Marketing from Other Traffic Sources
Most individuals on Facebook are not in need of a personal injury lawyer, so serving ads to a cold audience isn’t going to result in leads and signed client retainers. While great for branding and getting your law firm’s name out there, it’s not an effective strategy for attracting on-demand clients.
What you can do to generate leads through a personal injury Facebook ad campaign is to remarket against a custom audience that serves your ads only to Facebook users that have previously visited your firm’s website.
Since there is a sense of urgency behind a search for a personal injury lawyer, the window of time to pull that visitor back and convert them is very small. You might have 24 to 48 hours until they find another attorney and retain their services.
You can serve ads based on the specific pages they visited, allowing you to tailor your marketing message according to how far they made it through your conversion funnel. When you are able to market this precisely your response and conversion rates will be the highest across all online marketing efforts.
3. Send Your Personal Injury Facebook Ad Clicks to an Optimized Landing Page
The cost of Facebook ads for personal injury law firms can be expensive expensive, with cost-per-clicks higher than most industries. If you use the remarketing strategy you are already ahead of the game as you are only marketing to those who are already familiar with your firm and have expressed interest in your services.
Even if your ads receive engagement and clicks it’s not an automatic conversion – your landing page still needs to do the convincing and converting. This is why it’s so important to send your Facebook traffic to landing pages with a single clear call-to-action and an offer that is identical to the Facebook ad that attracted the click.
For example, if you are remarketing to a user that was on your ‘Slip and Fall’ website page, you will want to be certain the landing page is optimized for that specific need. Your offer copy should be tailored to a slip and fall case and your CTA should be a free consultation for a slip and fall case.
4. When Running Awareness Campaigns Use Reach Targeting
While a remarketing strategy will help you generate leads and consultations, you still want to consider running a board reach campaign in your local market for brand recognition. Doing this helps the local community get familiar with your law firm and if they are ever in a situation that calls for a personal injury lawyer your firm will be the one they think of.
You can also leverage this type of Facebook advertising campaign to create a marketing list to continue to provide value through automated email marketing – a quarterly newsletter is sufficient.
Driving traffic to a blog post on your website that provides educational information, rather than a CTA for hiring a lawyer, is a great strategy for a branding campaign. A blog post “10 Things You Need to Immediately Do If You Are Injured at a Business” is something that will educate and inform. Consumers that read that content will consider your firm to be the authority on personal injury law.
5. Leverage the Power of Urgency and FOMO in Your Remarketing Ad Copy
As mentioned, when someone is looking to hire a personal injury lawyer there is a sense of urgency – most situations call for immediate representation. A remarketing campaign targeting users who have been on your website in the past 48 hours requires ads that are aggressive and trigger an action.
They are often the only chance you have at bringing that consumer back to your website. Ad copy that causes FOMO and stresses the urgency of immediate action will perform better. In the end, you have one concern – converting that consumer before they convert on a competitor’s law firm website.
Consider an ad with the heading: “Personal Injury Cases That Secure Representation within 24 Hours Receive Settlements 372% Higher Than Those Who Delay!” This is a statistic that drives fear of missing out on a bigger settlement.
You can split-test several different approaches and constantly optimize according to what is driving the best results, but it’s important to make your ads stand out and attract a high rate of engagement, as your remarketing efforts have a very small window of opportunity to be effective.
Final Thoughts
As you can see, there are a lot of different factors that all contribute to whether or not your personal injury firm’s Facebook ad campaign is successful or a failure. With costs rising and the platform constantly evolving and changing you should consider outsourcing your paid campaign management to a marketing partner with the experience to drive results.
Our agency handles the entire scope, from the creation of the advertising assets to designing the ad copy and setting the targeting options, and optimizing based on cost-per-lead and new client acquisition goals. This allows you to run your personal injury practice and onboard the influx of new clients the campaign generates.
If you would like to learn more about our personal injury Facebook advertising services, please contact our team for a complimentary consultation and strategy session. Additionally, we will be more than happy to answer any questions you may have related to advertising your personal injury law firm on Facebook.
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